Project Info

  • Branding
  • Web & Interactive

Super Loco is all about food inspired by the Mexican street grub and the fascinating culture experienced during the travels of Super Loco’s founders. They serve up authentic Mexican food in the name of fun and festivity with a strong focus on ambience and design.

www.super-loco.com

 

Drawing from the vibrance of Mexican street culture — The overall look is a bricolage of bright colours juxtaposed against bold typography and photo collage, a homage to the low brow kitschy ephemera found on food carts, street signs and homely cucinas.

Spontaneity at it’s best — A permutation of illustrated script informed by random scribblings and drawings on walls, a lush colour palette of sunny yellows; vibrant reds and fresh limes that hark back to hearty meals and laid-back community.

A

foreignpolicy_2014_branding_superloco_menu_01

B

Irreverent tongue-in-cheek illustrations that teach you how to:

1. How to eat your elote cleanly

2. Reuse your taco shell

3. Fold a paper hat out of your taco packaging

C

D

Ringer and Raglan tees, reminiscent of the old school street fashion cool. Bandanas and aprons are given a fresh take as well — Shapes and patterns derived from mama’s peeling wallpaper and kitchen tiles.

E

Halftones, gradients and punchy typography that encapsulate the core essence of Super Loco – Good, hearty, soulful Mexican street food set in a fun and festive atmosphere — are translated onto graphic posters and haphazardly wheat-pasted onto the walls of the restaurant. The brand's irreverent illustrations also pepper the space, adding a touch of fun and festivity.